[ press Release ]
YELLOW PAGES MARKET REPORTERSM GROWS IN COVERAGE, SUBSCRIBERS AFTER FIRST YEAR
Delivers the only statistically reliable, market-by-market measurement of directory use; now covers more than 50% of most desirable markets
Menlo Park, CA; July 18, 2006: Yellow Pages Market ReporterSM (YPMR)—the only source of statistically reliable information on consumer use of specific Yellow Pages directories—has grown markedly after its first year. The number of subscribing publishers has more than doubled, from 10 to 26; and coverage of Directory Distribution Areas (DDAs) and top DMAs has also increased dramatically.
The YPMR measurement – conducted by Knowledge Networks/SRI, the quality leader in Yellow Pages research – is the only market-by-market measurement based on high-quality, valid research techniques. For 2006, YPMR covers 226 DDAs, as compared to 161 in 2005; and almost 100 DDAs are now measured on a continuing basis, with cumulative reports on these areas issued quarterly.
In addition to 26 publishers, YPMR subscribers also include 14 CMRs (Certified Marketing Representatives; click here to see the list of publishers and CMRs); collectively they represent more than 70 percent of the $2+ billion in Yellow Pages ads placed by national advertisers annually.
Nearly 100,000 in-depth telephone interviews will be conducted for the YPMR service this year; data represents 41 percent (up from 30% last year) of the total U.S. adult population and 52 percent (up from 45%) of consumers located in the nation's most highly desirable market areas.
Blanche McGuire, Senior Vice President and Director, Marketing Strategy, of Ketchum Directory Advertising, said, "The directory insights from YPMR are a key component of Ketchum directive media plans and fully justify this industry-wide initiative. I am very pleased with the increased publisher participation for 2006 and look forward to continued expansion of YPMR ratings. This is truly a win-win situation for national advertisers."
Yellow Pages Market ReporterSM was conceived by industry stakeholders and developed by Knowledge Networks/SRI; advertisers, ad agencies, and Certified Marketing Representatives (CMRs) were seeking independent third-party syndicated research to aid Yellow Pages advertisers in their ad placement decisions in multi-directory markets.
The syndicated service has been supported by the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Association of Directory Marketing (ADM), the Association of Directory Publishers (ADP) and the Yellow Pages Association (YPA). In addition, guidelines and standards for the YPMR measurement were developed under guidance of the Advertising Research Foundation (ARF).
More Information about Yellow Pages Market ReporterSM >>
Knowledge Networks/SRI has been a long-time measurement provider to the media industry – including Yellow Pages buyers and sellers – and won an industywide RFP (request for proposal) in order to provide the YPMR service. The final service parameters were designed in conjunction with a broad representation of Yellow Pages stakeholders, who organized to steward the launch of this service.
Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.
